从马太效应看体育赛事品牌建设路径

Sports event brand construction viewed from Matthew effect

阐述了马太效应及其应用,认为体育赛事品牌的传播也遵循马太效应的规律,基于马太效应尝试提出了体育赛事品牌建设的路径:培育体育赛事的相对优势;加强体育赛事的危机管理;创建体育赛事的差异化;优化体育赛事的观众体验。

The paper expatiates on the Matthew effect and its application and thinks that the publicity of the sports event brands should also follow the Matthew effect.The paper also proposes to develop the relative advantage of the sports events,strengthen the crisis management of the sports events,create the differences of the sports events and improve the audience feeling of the sports events.